Lucid360 is a brand innovation consultancy that helps businesses create new value for their brands. It has offices in New York and Shanghai and operates across key international markets. Lucid360 uses a process called Compare-Contrast to analyze how different brands appeal to similar consumer motivations. This informs strategies to clarify a brand's identity and identify new opportunities for growth.

1. Brand Value Innovation
2014

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We Help Businesses !
Create New Value
for their Brands

3. HQ Offices in New York and Shanghai
Capabilities across key international markets
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New Brand Value Solutions Delivered:

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What We Believe:
Different Brands tap into!
Similar Consumer Motivations.

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Different Brands Tap Into Similar Motivations
Different brand
approaches to similar
consumer motivations.
They are just using their own blend of touch-points & cues:

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Brand Comparisons Help Teams See Future Value
Better outcomes delivered knowing what success looks like from the outset
1. Biz teams 2. Consumers
Future Insights
Brand comparisons help business teams to more easily
see what success looks like:
• New approaches to growth cannot be easily seen from
what your brand has done in the past.
• Comparing different brand approaches to similar
consumer needs helps to:
1. Zoom-in on the idea that the brand wants to own
2. Create new ways to deliver the idea to consumers
Result: we refresh how brands deliver their key benefit by
creating even more valuable cues and touch-points.

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What We Do:
- Clarify the Brand Idea
- Create New Brand Growth

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Lucid360 Brand Projects Have Two Deliverables:
2. Create New Brand Growth:
Biz teams + consumers
Compare-Contrast™
different approaches to the
same idea from across
categories to find viable
growth opportunities !
! Ex. ‘Playful Refresh”: sodas to
household fragrances.
1. Clarify the Brand Idea:
We help brands crystallize
the distinct idea they want to
own within their category

10. Phase 2:
Consumer New !
Experiences
Compare-Contrast™ Process:
Compare-Contrast 1:
Inside Category
Compare-Contrast 2:
Across Categories
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Biz teams and then consumers compare brands that tap into similar ideas.
Phase 1:
Business Value !
Growth Routes
Win-Win
Propositions
Comms NPD/
Pack
ServiceChannel

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Process to Clarify & Create Brand Growth: Video

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Fine1tuning&vision&&&viability&for&top&concepts& Decisions:&priori9es&&&planning&next&steps&
Workshop:&idea&seeds&to&full&concepts&
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From Exploration to Final Concepts: Snapshots

13. Breaking out of Breakfast:
White Space Opportunity
“A great balance of strategic
analytical skill and creative
envisioning… a great partner for
brand innovation. Extremely
insightful, makes the learning very
actionable.”
– Pepsi Marketing Director
Dairy beverage + oats inclusion scored top results in
forecasting and was launched successfully in market.
Our recommendations also helped to inform the
communications supporting the launch.
Our Solution
Result
The Challenge
We used Compare-Contrast™ to optimize a new dairy product
concept with oats inclusion for easily drinking between meals,
when on the go.
Compared different types of dairy & on-the-go beverages
to guide NPD for both satiation and convenience.
Successfully launched in market, supported by
communications.
How can we build a proposition for Quaker Oats cereal other
than as a breakfast for home occasion?

14. There is a difference between a
painkiller and a lifestyle-enabler.
For GSK, efficacy was a “right to
play” but not a “right to win” in
the category.
These sensorial cues helped consumers to know when the
product was working, actively communicating to consumers
that pain wasn’t stopping them from living their fullest lives.
Compare-Contrast™ helped our client identify NPD solution
while overcoming regulatory restrictions on making any
changes to the analgesic dosage itself. We realized a new
value way to co-opt sensorial feedback cues from cosmetic
bandages to create a more premium & reassuring experience.
Increase market share for a pain management bandage strip.
Our Solution
Result
The Challenge
Reassuring Sensory Feedback:
Winning Market Share
Compare-Contrast™ helped us co-opt more
valuable sensorial cues from cosmetics.

15. Mints freshen your breath just like gum. How can we best position
and grow the mints business, without cannibalizing gum?
We guided the brand to own a more premium and individualistic
“professional’s” freshening through TVC communications, while
metal was used for packaging, signaling premium quality. Sales
rocketed, creating strong brand equity and business growth.
Our Solution
Result
The Challenge
Compare-Contrast™ clearly differentiated between gum and mints
freshening (functional, sensorial, emotional, and identity), and then
further enriched the mint’s “professional’s freshening” by learning
from brands in related categories such as deodorants.
We grew the mints business by finding a unique breath
freshening positioning (no cannibalizing of chewing gum)
plus new value cues to use across both comms and NPD.
A Fresh Start for Mints:
Portfolio Management
“Very perceptive about what
consumers want, combined with a
strategic outlook on key business
issues… A great partner to have on
your brand innovation project.”!
– Wrigley Insights Director

16. Leadership
Principal, US & China
Founded by Dara MacCaba, Lucid360 partners with global
clients to drive profitable brand innovation, especially
emerging markets like China.
Dara was also an Inventor at ?What If! The Innovation
Consultancy and Managing Director at TMRC Mind Research
(China) and Olson Zaltman Associates (US).
He is a published co-author with Professor Gerald Zaltman of
the Harvard Business School on psychological insights to find
new value solutions.
Dara is a graduate of Yale University.
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17. Leadership
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Managing Director, China
Cathy Gu is an expert in Lucid360’s insights and innovation
methods, particularly Compare-Contrast™ to identify forward
insights & new brand solutions.
Cathy obtained her MBA degree and worked as a marketing
strategy consultant in Europe. She also gained experience as
marketing executive in the commercial section of the
Consulate General of Ireland (in her native hometown of
Shanghai.)
Since joining Lucid360, Cathy has successfully led strategic
insight initiatives including clients such as Colgate, Wrigley,
L’Oreal, Glenfiddich, Danone, Pepsi and many other top
global brands in China.

18. Feedback from our clients:
Strategies and solutions that drive brand value
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“…#Lucid360#is#an#excellent#strategic#partner.#They%first%develop%a%deep%understanding%of%
the%business%and%then%explore%customers'%unconscious%needs%to%generate%breakthrough%
customer%insights.#The#Lucid360#process#for#transla;ng#psychological#insights#into#
innova;ve#opportuni;es#and#concepts#is#truly#inspiring#;%I%would%strongly%recommend%
the%Lucid360%approach%to%innovaBon...”%%;%Mars&
“Results%were%fully%achieved%…%connec;ng#commercial#and#customer#insights#to#help#
clarify#a#successful#route#to#market.”&;%Danone&
“Best#workshop#experience#toDdate!#Most#produc;ve#and#thoughtDprovoking#session.%
Took%things%we%knew,%helped%us%see%them%in%new%ways,%and%made%it%fun%and%
acBonable.”%–%L’Oreal&
Strategic&
Partnership&
Thought1
Provoking&
insights&
Commercial&
Success&
Additional recommendations available:
www.linkedin.com/in/daramaccaba&

19. info@lucid360.com
Let’s chat about Brand Value Innovation.
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